Life is a pitch: Job search lessons from a master pitchman

Having a great pitch is important in a job search and any time you want to make a good impression, and Anthony Sullivan — perhaps the most bankable and trusted name in the world of infomercials — has built his career on having the right pitch. Sullivan is the pitchman behind many products, including the Swivel Sweeper and OxiClean, and he has sold over a billion dollars worth of products.

So, when I was looking for someone to talk to about the art of the pitch, Sullivan was a natural choice, and during our conversation, he shared some secrets to developing a winning pitch.

The most important factor in crafting a pitch is to be genuine as you talk about who you are. You have to be passionate and authentic. Most job seekers have heard about the necessity of having an elevator speech. A professional pitchman like Sullivan, the way he delivers product information coupled with his ability to tell you about the benefits, makes it look easy. It takes practice and, with the right formula, anyone can develop a strong pitch.

This is how Anthony develops his pitch, and it is what he recommends people do during their job search. It all starts with the passion and energy you bring to your search and understanding the value you bring to an employer.

In order to understand what a potential employer values, you need to be educated with what your competition is doing and what the marketplace needs. Know what skills are valued in your field of interest and which ones are in demand by constantly reading and studying the market.

Most job seekers are not sales professionals, and they’re intimidated by the idea of selling anything. In a job search, learning how to position your unique value and your skills distinguishes you from other candidates. A good pitch is a few minutes long, quick to point.

Learning how to talk about yourself becomes less threatening when approach it as if you are telling a short story. Sullivan said, “don’t sell me, tell me.” There is a difference between selling and telling, he said.

When you’re selling, there is a tendency to starting pointing out features and building a case for why someone should buy.

When you’re telling, you are more apt to build trust and rapport, connecting with a potential employer by talking about how they can benefit from hiring you rather than selling them on your degrees or qualifications.

How do you know when you are overselling? Sullivan said watching people’s body language can help you know when to stop. If you have a tendency to talk when you’re nervous, monitor yourself by asking questions. He said it is very important to make a conscious effort to listen even if it involves some awkward silences.

Sullivan had so much to say that applies to job searches, so I’ll share more of my interview with him in Monday’s post.